Halewood International, the UK’s largest independent drinks manufacturer, has announced the first major marketing campaign for its cloudy apple cider brand Lazy Jack’s.
Lazy Jack’s was successfully launched earlier in the year various festivals as a major new proposition within the cider category. The brand has distinctive American undertones, including a striking green 355ml bottle.
The campaign features outdoor digital 6-sheet advertising and sampling. Lazy Jack’s will be supported from a consumer perspective, with PR initiatives and through the brand’s social media channels and website with an extensive digital campaign. Lazy Jack’s has secured a number of recent listings including Punch Taverns and Flaming Grill outlets.
Halewood International will be distributing activation kits, which include Lazy Jack’s wooden bottle openers, posters, rubber gutter mats and drip mats to support licensees, in order to promote the brand to customers.
Alex Kennedy, Brand Manager at Halewood International, comments, “Following a number of major listings, we believe it is the right time to launch an above-the-line campaign in order to broaden the exposure of the brand with consumers in the lead-up to Christmas.”